This program is open to all researchers who wish to participate and are concerned with new trends and developments in marketing. and wish to enrich their research scope.

 

The workshop is chaired by  Prof. Klaus-Peter WIEDMANN, Leibniz Universität Hannover (Germany), Dr. Steffen Schmidt, concept m AI, Zurich et al. and Prof. Dr. Carste, Baugmarth, HWR – Berlin – School of Economics and Law.

 

This 1/2 day workshop aims to create an International Marketing Trends Radar system. 

Topics : Two perspectives : Business Practice and Marketing Science (discussed in the Brand context)

 

Brand Practice

  • From the tool perspective to augmented intelligence
  • Brand positioning as a use case (task definition, target positioning, brand touchpoint, brand image measurement)
  • Outlook and recommendations

Brand Science

  • AI as a new area of brand science (validation studies, human vs. AI, impact on brand management, disclosure of AI use on consumer evaluation)
  • AI as augmented intelligence in the research process (from identification of research questions to science communication
  • Ethical questions and views of the science community (e.g., journals)

Further Outlook

  • Synthetic data/AI twins
  • AI Agents

Fee included in conference registration costs, but the participants must register specifically for the workshop via the conference registration page.

Deadline for registration: December 6th 2024.

Limited number of places.